Peer-reviewed article
Marketing of commercial milk formula: a system to capture parents, communities, science, and policy
Nigel Campbell Rollins, Ellen Piwoz, Phillip Baker, Gillian Kingston, Kopano Matlwa Mabaso et al. ·
Summary
Written by AI, not yet AICS's view · claude-haiku-4-5-20251001This paper examines how commercial milk formula marketing strategies undermine breastfeeding globally, despite WHO recommendations that most infants should be breastfed. The authors analysed marketing tactics across multiple countries and found that formula companies use multifaceted strategies with little evidence to portray their products as solutions to infant health problems. Digital platforms allow formula marketing to reach families while bypassing international codes that regulate such promotion. The paper calls for stronger policy measures and industry transparency to protect breastfeeding.
Key points
- Global annual commercial milk formula sales have reached approximately US$55 billion, with more infants receiving formula than ever before
- Less than half of infants and young children globally are breastfed according to WHO recommendations
- Commercial milk formula marketing portrays products as solutions to common infant health and developmental challenges with little or no supporting evidence
- Digital platforms substantially extend the reach of formula marketing while circumventing the International Code of Marketing of Breast-milk Substitutes
- A framework convention on commercial marketing of food products for infants and children is needed to end exploitative formula marketing
Limitations
This paper is a narrative analysis and policy review rather than an empirical study measuring child health outcomes. It does not provide direct evidence of the health impact on children of exposure to formula marketing or comparative breastfeeding rates before and after policy interventions.
Abstract
Despite proven benefits, less than half of infants and young children globally are breastfed in accordance with the recommendations of WHO. In comparison, commercial milk formula (CMF) sales have increased to about US$55 billion annually, with more infants and young children receiving formula products than ever. This Series paper describes the CMF marketing playbook and its influence on families, health professionals, science, and policy processes, drawing on national survey data, company reports, case studies, methodical scoping reviews, and two multicountry research studies. We report how CMF sales are driven by multifaceted, well resourced marketing strategies that portray CMF products, with little or no supporting evidence, as solutions to common infant health and developmental challenges in ways that systematically undermine breastfeeding. Digital platforms substantially extend the reach and influence of marketing while circumventing the International Code of Marketing of Breast-milk Substitutes. Creating an enabling policy environment for breastfeeding that is free from commercial influence requires greater political commitment, financial investment, CMF industry transparency, and sustained advocacy. A framework convention on the commercial marketing of food products for infants and children is needed to end CMF marketing.